Embrace the outliers: Abandoning certainty will unlock the creative qualities of big data

Includes video content

Recommended by Warc editors

Trends

Best Practice

Ben Essen, Admap, Gold, The Admap Prize, June 2014, pp. 24-27

This article argues that the term 'big data' reinforces the creativity-hindering idea that more data can give us more certainty. View Summary

This article argues that the term 'big data' reinforces the creativity-hindering idea that more data can give us more certainty.

Instead, these new channels of data also give variety, bias and qualification - embracing the outliers will help marketers ask the questions that unlock true creative innovation.

To make a creative leap, don't look for trend lines; look for the abnormality within the data instead.

Data isn't objective; decisions made on the data to track have human bias baked into it, so it's okay to apply human subjectivity to its analysis.

Marketers should use data to add provocative disruption to the creative process rather than to provide evidence and certainty.

2

The empathy engine: Big data and the necessity of understanding

Includes video content

Recommended by Warc editors

Trends

Best Practice

Charlie Ebdy, Admap, Silver, The Admap Prize, June 2014, pp. 28-30

This article argues that the advent of the big data era signals the end of the advertising industry's reticence to truly master the data that unravels the behaviour of their customers, which is more personalised than ever. View Summary

This article argues that the advent of the big data era signals the end of the advertising industry's reticence to truly master the data that unravels the behaviour of their customers, which is more personalised than ever.

The new, personal age of media leaves a behavioural data trail that enables brands to understand people and to act on that understanding, on an individual basis.

Big data leads to insight on when people are in the market for products, what their purchase triggers are, where best to talk to them, what the cultural drivers of interest and conversation might be, and even their emotional state at a given time.

Big data allows advertisers, finally, to plan on what people actually do, not what they say they do.

Through empathy with the consumer, data allows brands to measure and predict reactions to communications, with a clear flow of understanding between advertiser and shopper.

3

Don't get trapped, like Truman: You are the star, I am the creator

Includes video content

Recommended by Warc editors

Trends

Best Practice

Finola Austin, Admap, Bronze, The Admap Prize, June 2014, pp. 31-33

This article posits that we can learn much from the plot of the movie The Truman Show about how to use consumer data positively, and argues that advertisers need to recognise the importance of individuality, understand how consumers interact with each other, and creatively empower them by sharing their data with them. View Summary

This article posits that we can learn much from the plot of the movie The Truman Show about how to use consumer data positively, and argues that advertisers need to recognise the importance of individuality, understand how consumers interact with each other, and creatively empower them by sharing their data with them.

Big data allows organisations to deliver the right messages to the right people at the right time, enabling communications borne out of mass behaviours, but inspired by personal experiences, to be tailored to the individual consumer.

Truman as an everyman no longer exists; big data can diminish reliance on approximation in crafting creative work and planning delivery, with a shift from segment to individual.

Advertisers shouldn't forget that the relationship with the newly illuminated individual, or the consumerâ€“brand relationship, is only as important as understanding the relationships that exist between consumers.

Give the consumer the space to create: big data can empower the consumer, as well as the brand; so brands should share data to enhance customer experiences.

4

Advertising strategy: Copy for faster strategy

Includes video content

Recommended by Warc editors

Trends

Best Practice

Mark Earls, Admap, April 2015, pp. 10-13

This article calls for marketers to stop thinking of their brand challenges as unique and instead to learn from others who've faced similar problems; doing so can lead to a fast-track of effective strategies. View Summary

This article calls for marketers to stop thinking of their brand challenges as unique and instead to learn from others who've faced similar problems; doing so can lead to a fast-track of effective strategies.

'Innovation' represents the common iterative processes which come from borrowing and repurposing ideas and strategies from elsewhere, despite people's discomfort about admitting to copying.

However, copying too closely is unlikely to create value for anyone and strategists should beware copying from within their own category or near neighbour.

Instead of defaulting to favourite strategies or following experts or brand leaders in the field, ask 'what kind of thing is this?' questions, such as what kind of behaviour or choice are we seeking to influence?

Mapping choice styles onto two axes is a simple but practical way of determining consumer decision-making and focuses strategy on how people choose, rather than what the organisation deems important.

By determining 'what kinda thing', strategists can then use the appropriate successful solutions as prototypes for their own strategy thinking.

This article presents six theories of advertising, arguing that all are useful, but none are wholly right or wrong - so it's best to understand them all. View Summary

This article presents six theories of advertising, arguing that all are useful, but none are wholly right or wrong - so it's best to understand them all.

Questions about how advertising works have existed for a long time, and there is no simple answer - instead there are lots of theories that feed into six main perspectives.

These theories include that advertising is 'salesmanship' - a factually based proposition; and oppositely that advertising is about seduction.

Another argument is that advertising is about creating salience, with focus on share of voice and 'fame', whilst others think it is more about building social connections through tone and entertaining content.

It is also viewed as 'spin', where advertisers try to change people's perception of reality; and as 'showmanship', which is pure attention seeking.

7

Toolkit 2015: Six major marketing trends for the year ahead - Executive summary

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Trends, Toolkit 2015

This is the summary version of Warc's Toolkit 2015 which highlights six key areas that will affect marketers in 2015 and how they should respond, with chapters including: View Summary

This is the summary version of Warc's Toolkit 2015 which highlights six key areas that will affect marketers in 2015 and how they should respond, with chapters including:

Strategy – maintaining a long-term vision while being agile;

Consumers – understanding the Millennial demographic;

Social – finding the correct strategy for brands;

Shopper – joining up the shopper experience across channels;

Media – how programmatic technology can help build brands;

Research – improving ad effectiveness with neuro techniques.

8

Strategy in 2015: Agility versus the 'big idea'

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explores issues around tech-driven business agility and how this may conflict with longer-term thinking. View Summary

This article, taken from the Warc Toolkit 2015, explores issues around tech-driven business agility and how this may conflict with longer-term thinking.

Data, technology and demands for business growth are pushing 'agility' to the top of the agenda, creating more opportunities for marketers to lead.

The nature of 'strategy' is changing, as it becomes more short-termist with faster turnarounds and less continuity, raising questions about 'big idea' marketing.

As part of this change strategy is becoming more about tackling business challenges than communications challenges, acting as 'guide-rails' for brands.

One way to maintain focus and ensure some consistency is to develop a brand purpose which then informs shorter-term efforts whilst keeping the brand agile.

9

Warc Trends: Seriously Social 2014 - How social strategy can drive business results

Includes video content

Recommended by Warc editors

Trends

Best Practice

Peter Field, Warc Trends, October 2014

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow. View Summary

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Campaigns that are cause-led are more effective than those that are led by a brand story; however there is no difference in effectiveness between bottom-up, 'grassroots' campaigns and top-down, brand-driven campaigns.

Social media combined with an emotional creative approach can be a potent long-term brand-building tool, rather than squandered as a short-term activation tool.

Social media is best used in a multi-channel strategy as a supporting medium, rather than employed on its own or as a lead channel.

Brands featured in the report include Doritos, the snack brand, Evian, the bottled water, Mercedes and MINI, the automotive brands, and McDonald's, the quick service restaurant.

10

Warc Trends: Seriously Social 2014 - How social strategy can drive business results (Executive Summary)

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Trends, October 2014

This is the summary version of Warc's Seriously Social 2014 report, which analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow. View Summary

This is the summary version of Warc's Seriously Social 2014 report, which analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Campaigns that are cause-led are more effective than those that are led by a brand story; however there is no difference in effectiveness between bottom-up, 'grassroots' campaigns and top-down, brand-driven campaigns.

Social media combined with an emotional creative approach can be a potent long-term brand-building tool, rather than squandered as a short-term activation tool.

Social media is best used in a multi-channel strategy as a supporting medium, rather than employed on its own or as a lead channel.

Brands featured in the report include Doritos, the snack brand, Evian, the bottled water, Mercedes and MINI, the automotive brands, and McDonald's, the quick service restaurant.

11

Brand building in a digital age

Includes video content

Recommended by Warc editors

Trends

Best Practice

Martin Weigel, Admap, October 2014

This article explores how brand building has changed with the digital age, arguing that many of the fundamental principles remain constant, but how companies deliver on them is rapidly and continually changing. View Summary

This article explores how brand building has changed with the digital age, arguing that many of the fundamental principles remain constant, but how companies deliver on them is rapidly and continually changing.

Delivering on goals such as price increases or share growth require brand building activity that takes a longer-term approach.

Time, investment levels and creativity are the key drivers of long term success, and whilst owned and earned media have potential in a digital world, paid media continues to be crucial.

New business models are emerging, including sharing or renting what was previously owned, and these developments are driven by a renewed focus on utility for consumers.

The role of marketing in this digital world is expanding and can no longer be confined to communications: modern business models demand connections between business and people in a variety of ways, and this is the realm of marketing.

12

The post-disruptive advertising era

Includes video content

Recommended by Warc editors

Trends

Best Practice

Gareth Kay, Admap, October 2014

This article calls on the ad industry to take a new approach to brands, moving from 'human-like' to 'human-friendly', and from introspective and disruptive to empathetic and increasingly invisible. View Summary

This article calls on the ad industry to take a new approach to brands, moving from 'human-like' to 'human-friendly', and from introspective and disruptive to empathetic and increasingly invisible.

The current advertising model is not completely broken, but would benefit from a new approach that places purpose and experience at the centre of activity.

The IPA's Databank - often relied on to prove effectiveness theories - suffers from selection bias and may actually be analysing anomalies.

The culture in which marketing operates has changed dramatically over the last few decades, but advertisers have largely continued doing the same things, just on new platforms.

This article discusses the changing nature of creativity, arguing that it is becoming embedded throughout organisations rather than just in communications. View Summary

This article discusses the changing nature of creativity, arguing that it is becoming embedded throughout organisations rather than just in communications.

Defining creativity is becoming more difficult, and people are redefining creativity to include new approaches, systems and products.

Examples of this expanded type of creativity include Art Series Hotel's 'Overstay Checkout', and Harvey Nichol's range 'Sorry I Spent it on Myself'.

Another development is the move from 'storytelling' to 'storydoing' - where companies position their brand through products, experiences and actions.

Brand purpose is also extending into business priorities, with companies beginning to care not just about profit, but about social impact too.

14

The rise of the chief content officer

Includes video content

Recommended by Warc editors

Trends

Best Practice

Patrick J Jubb, Admap, October 2014

This article explains why marketers who truly want to embrace the consumer opportunity presented by the digital revolution must become content-led. View Summary

This article explains why marketers who truly want to embrace the consumer opportunity presented by the digital revolution must become content-led.

Marketing departments are still set up around the traditional push model of marketing; marketers might embrace digital, but make the error of seeing digital as just another channel.

A new marketing model requires as much importance placed on owned channels as paid channels; marketing must behave much more like a digital publisher/editorial team than an advertiser, and the marketing director is more a brand editor or Chief Content Officer.

Examples of this new mindset include Nike's 'Find Your Greatness" campaign in China, American Express's Small Business Saturday initiative in the US and the launch of the Range Rover Sport in the US.

15

Confessions of an Adaptive Marketer

Includes video content

Recommended by Warc editors

Trends

Best Practice

Norm Johnston, WPP Atticus Awards, Winner, Strategy, 2013

This article explains how brands can put the right processes in place to allow them to adapt quickly within a consumer-driven, data-fuelled marketplace. View Summary

This article explains how brands can put the right processes in place to allow them to adapt quickly within a consumer-driven, data-fuelled marketplace.

A country's infrastructure levels can both predict behaviour on the internet and also help identify the behavioural differences that are driven by culture.

Principles for making media and creative more adapative include delving into dynamic consumer journeys, embracing a connected approach to media and demanding real-time experimentation and learning.

With increased data available, brands are using adaptive pricing models for many factors, including the consumer's computer operating system and physical location.

This paper identifies three key trends in social media use globally - multiscreening, privacy and niche social networks - and how marketers can capitalise on them. View Summary

This paper identifies three key trends in social media use globally - multiscreening, privacy and niche social networks - and how marketers can capitalise on them.

The findings come from the annual Wave study by Universal McCann, the the media agency, which tracks social media behaviour and identifies rising trends amongst active users.

People enjoy engaging with content; even when they are passively consuming content on one screen, they will often actively engage on another screen.

Privacy is becoming a big issue and people are making more active choices about what types of information they are happy to share, so advertisers should wait for permission to enter social spaces.

Niche social networks are becoming a driving force as people seek spaces relevant to specific interests/hobbies.

Marketers can connect with consumers online through 'social value exchange', ensuring the connections they attempt offer value in order to be substantive.

19

Understanding word of mouth

Includes video content

Recommended by Warc editors

Trends

Best Practice

Robert East, Admap, June 2014, pp. 10-12

This article argues that many assumptions about word of mouth (WOM) are wrong. Academic researchers with access to limited datasets must be cautious about making generalisations as patterns in WOM vary by category. View Summary

This article argues that many assumptions about word of mouth (WOM) are wrong. Academic researchers with access to limited datasets must be cautious about making generalisations as patterns in WOM vary by category. It is often assumed that volume of negative WOM is greater than that of positive, but this has found to be incorrect. Contrary to popular assumption, WOM also tends to fall with tenure. Positive WOM is mostly given by current users and negative WOM mostly by past users, creating a 'honeymoon' period for new brands who do not have past customers. Positive WOM can lead to social amplification, whereby a user of a brand who hears positive comments about that brand is then more likely to speak positively about it themselves.

20

We need to talk about Henry: Why we need to learn to manage emotions in the digital age

Includes video content

Recommended by Warc editors

Trends

Best Practice

Sarah Morning, Admap, Silver, The Admap Prize, June 2014, pp. 28-30

This essay discusses the importance of emotional intelligence for building brands. Brands must be able to analyse and make use of emotions in a strategic way. View Summary

This essay discusses the importance of emotional intelligence for building brands. Brands must be able to analyse and make use of emotions in a strategic way. there are three main reasons for this: marketing has a limited emotional vocabulary; as an industry, marketing favours simplicity; and digital is frequently regarded as a rational rather than emotional media. However, the digital age has increased the range and intensity of emotions expressed publicly, as impulsive posts, anonymity and social platforms lead to greater sharing. Some brands such as Apple, Google and Coke are managing emotions successfully, including understanding the importance of movement, valuing emotional intelligence internally, and using negative emotional situations.

21

10 new marketing paradigms

Includes video content

Recommended by Warc editors

Trends

Best Practice

Grant Leboff, Warc Trends, June 2014, pp. 18-19

This article describes ten new marketing paradigms in the digital world, where information is abundant and attention scarce. View Summary

This article describes ten new marketing paradigms in the digital world, where information is abundant and attention scarce. These are: one-to-many communications becoming many-many communications; return on investment becoming return on engagement; the service economy giving way to the experience economy; broadcasting messages changing to facilitating conversations; advertising becoming advertainment; and the wisdom of crowds shifting to the wisdom of friends. Further, mass market has become mass personalisation; the customer has become a partner instead of king; the world has moved from being a stage to a showroom; and when people customers buy has become more important than who buys.

22

Statics and Flows: The creation of brand fame in the digital age

Includes video content

Recommended by Warc editors

Trends

Best Practice

Peter Buckley, Admap, Bronze, The Admap Prize, June 2014, pp. 31-33

This essay discusses the importance of brand fame in brand building. A number of studies have found fame (or salience or familiarity) to be a key driver of brand growth, but this essay argues it has become even more important in the digital era. View Summary

This essay discusses the importance of brand fame in brand building. A number of studies have found fame (or salience or familiarity) to be a key driver of brand growth, but this essay argues it has become even more important in the digital era. Brand fame is defined as many people having a high quantity of high quality brand associations. Fame can be self-perpetuating, as brands which are talked about become even more talked about, creating cumulative advantage. In order to avoid short-lived fame, brands should create fame from both 'statics' (constants the brand is built on) and 'flows' (ever-changing brand activity). Using statics to build fame is particularly important in a world where visibility and chatter have greater cultural value. Cultural congruence, where brands are seamlessly infused in popular culture, is an important part of this.

23

The age of less: How brands are built in the digital age

Includes video content

Recommended by Warc editors

Trends

Best Practice

Megan Averell, Admap, Gold, The Admap Prize, June 2014, pp. 24-27

This essay argues that brands have failed to live up to the promise that digital would change how they are built. View Summary

This essay argues that brands have failed to live up to the promise that digital would change how they are built. Brands have shifted adspend to digital but merely use it to create disruptive ads and inappropriate social media posts. The economic recession of 2008 changed attitudes towards happiness and priorities, with connections between people increasingly valued. At the same time, advances in technology made such connections more available, meaning emotional fulfilment that was previously derived from brands, no longer is. Following these changes, it is argued that emotional ads will no longer succeed as they once did, with consumers wanting different things from brands. Three brands - Whole Foods Market, Trader Joe's and Innocent - are given as examples of how best to do branding in this new age. Each operate restraint in their marketing, sticking to truths about the brands and not making false emotional promises.

24

Brand communication: Mind your brand language

Includes video content

Recommended by Warc editors

Trends

Best Practice

Alastair Herbert and Ali Goode, Admap, May 2014, pp. 14-16

This article discusses how brands can use distinctive language to strategically communicate their values. View Summary

This article discusses how brands can use distinctive language to strategically communicate their values. When done well, this can lead to ownership of words, for example the word 'magic' is strongly associated with Disney. Use of words and tone of voice are both important, and in this article an analysis of how these interact and how brands compare to their markets is conducted. In banking, brands should use language that focusses on good service and portrays them as listening to customers in order to build an emotional connection. In sports apparel, the decline of Reebok could have been predicted by its use of language, which was only 4% distinctive from its market, and 96% generic. Metaphor can be particularly powerful in communicating the brand message, because people naturally think in metaphors.

25

How automotive advertising works

Includes video content

Recommended by Warc editors

Trends

Best Practice

Andy Nairn, Admap, May 2014, pp. 10-13

This article explores the success of automotive advertising in the UK by analysing a range of winning IPA Effectiveness case studies. View Summary

This article explores the success of automotive advertising in the UK by analysing a range of winning IPA Effectiveness case studies. Through this, seven key themes are identified. These are: the importance of a good product, as advertising is often built on this and consumers will compare models; a good product alone is not enough; a strong and enduring vision; and a strategy which pursues penetration over loyalty. The right balance of emotions and rational information is also important, as is a flexible creative idea and a strong multi-channel media strategy.